Strategic Marketing
Alsem

This text is designed as a stand alone text in a Marketing Strategy course with a focus on building customer value through the firm's marketing activities. The author aims to indicate the specific steps that comprise the strategic marketing planning process and how each of these steps should be implemented. The focus is on the activities that a company should perform within the framework of strategic marketing. The book follows the four-part division of evaluation, analysis, planning, and implementation.A how-to orientation: This book's main concentration lies in its ability to support a student's writing of a marketing plan for a brand. It has step by step decision making in each chapter in the order one would conduct the steps when completing a plan. |A focus on customer value: Delivering customer value is the purpose of good marketing strategy. Attention will be paid to the relation between customer value strategies and other functional areas within the firm such as finance, HRD, etc., |Logical structure: The book is completely structured following the strategic marketing planning process. Each chapter is one step in the planning process and the first eight chapters contain a step-by-step description of a SWOT analysis.

Informacje dodatkowe o Strategic Marketing:

Wydawnictwo: angielskie
Data wydania: b.d
Kategoria: Ekonomia
ISBN: 978-0-07-124417-6
Liczba stron: 0